Newzoo: Roblox as a Platform in 2025
An amazing space, where traditional developers struggle to navigate.
The report was prepared in collaboration with Gamefam (one of the largest Roblox development studios and the owner of RoMonitor, an analytics service for Roblox).
Roblox has nearly 112 million DAU, and developers earned $316 million in payouts in Q2 2025.
80% of users access Roblox from mobile devices, but only 24% of players aged 10 to 65 play exclusively on mobile. The rest also play on PC and consoles.
DAU-to-purchase conversion rate is around 1.25%, and DBPU (Daily Bookings per User) stands at $0.14.
Since the PlayStation version launched in October 2023, Roblox has accounted for roughly 3% of total playtime on the platform, that’s 374 million hours in Q2 2025.
Children under 15 still make up the largest audience segment.
Newzoo notes that user growth among those aged 13+ in Q2 2025 reached 54%, while among users under 13 it was only 22%.
❗️In my opinion, this analytical approach has flaws. The 13+ segment includes a much wider age range, and the report doesn’t distinguish between new users and those who have simply grown older while continuing to play Roblox.
Still, Newzoo presents this data as evidence that the platform’s paying audience is expanding - and it’s hard to argue with that.
The most popular genre unique to Roblox, which Newzoo defines as “Roleplay & Avatar Sim,” leads the charts. Between Q1 2021 and Q2 2025, games in this genre received 116 million daily visits. These are multiplayer, often roleplay-driven experiences.
Next in popularity are simulation games (110 million daily visits), platformers (70 million), survival games (70 million), and action titles (59 million).
What works on Roblox?
Successful Roblox genres are social, trend-driven, creative, and have a low entry barrier. The platform is closer to YouTube or TikTok than to traditional games: thousands of new projects are released daily.
Success on Roblox depends on iteration speed and cultural relevance: both algorithms and players prioritize trending projects with active developer support, rather than games with the best visuals or largest open worlds.
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Traditional game studios often struggle to adapt to the Roblox development model. It’s hard for them to shift focus toward creating experiences and chasing cultural trends. Some major studios are experimenting with partnerships with Roblox-native teams.
Overall, for large companies, Roblox serves as a space for R&D, audience engagement, and interaction with younger players.
Today, Roblox occupies a unique position between gaming and social media. It’s a vast ecosystem for brands aiming to build long-term relationships with future generations of players.
Fascinating breakdown of Roblox's unique positioning. The comparison to YouTube/TikTok rather than traditional games is absolutely on point - iteration speed and cultural relevance trump production values in this ecosystem. What strikes me is the 1.25% DAU-to-purchase conversion rate with a $0.14 DBPU. Those numbers seem low at first glance, but when multiplied across 112 million DAU, it shows the power of their massive freemium funnel. Your critique of Newzoo's 13+ growth analysis is valid - they're conflating age cohort expansion with user retention/aging up, which are fundementally different phenomena. The part about traditional studios struggling to adapt is telling. The Roblox model requires a completely different skillset focused on community building and trend-chasing rather than long development cycles. Roblox really has built something distinct from both gaming and social media.